COMPETITIVE LANDSCAPE
Arla Foods maintains its lead with Starbucks through strategic expansion
In 2025, Arla Foods Amba maintained its leading position in RTD coffee in off-trade volume terms, despite experiencing a marginal decline in its overall share. Its continued dominance is largely attributable to its distribution of the Starbucks brand, which, although a relatively late entrant compared to other Western European markets, has demonstrated exceptionally rapid growth since 2022.
RTD coffee attracts new players and formulations amidst dynamic demand
In 2025, Azienda Montana Achillea Srl saw the most notable growth within RTD coffee in Italy, achieving the strongest off-trade volume increase with its Caffè Cold Brew brand. While its double-digit sales surge originated from a relatively low base and consequently had a limited impact on the overall competitive hierarchy, it signals a burgeoning interest in specialised RTD coffee formats.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Coffee industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The RTD Coffee in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTD Coffee in Italy?
- To what extent are health considerations impacting consumption of RTD Coffee in Italy?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of RTD Coffee in Italy?
- Which are the leading brands in RTD Coffee in Italy?
- What potential exists for multinational or domestic soft drinks companies to expand in Italy?
- How are products distributed in RTD Coffee in Italy?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of RTD Coffee?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
RTD Coffee in Italy - Category analysis
KEY DATA FINDINGS
RTD coffee surges amidst youth demand, despite traditional culture
Despite rising prices, RTD coffee surges as young consumers embrace convenience
Italian coffee culture limits RTD coffee's mainstream appeal despite solid growth
Sustained growth expected, moderated by channel shift and increasing maturity
RTD coffee in Italy to embrace energy and functional formulations
Arla Foods maintains its lead with Starbucks through strategic expansion
RTD coffee attracts new players and formulations amidst dynamic demand
Entry of Starbucks in supermarkets fuels share growth for the leading channel
On-the-go lifestyles fuel strongest growth for convenience stores in RTD coffee
Soft Drinks in Italy - Industry Overview
Soft drinks sees modest growth amidst health trends, channel shifts, and price rises
KEY DATA FINDINGS
Mixed fortunes, with health trends and competition reshaping soft drinks
Demand for reduced sugar products surges despite sugar tax postponement
Functionality and wellness drive innovation in soft drinks, reshaping the dynamics
Energy drinks and functional bottled water to drive modest growth
Italian sugar tax set to reshape soft drinks, driving a shift to reduced sugar options
Functionality and premiumisation set to dominate soft drinks trends
San Benedetto leads in volume terms, while Coca-Cola leads value sales
waterdrop revitalises powder concentrates with dynamic innovation and health focus
Supermarkets retains its lead in soft drinks through promotions and product range
Busy lifestyles fuel rapid growth in vending and retail e-commerce in soft drinks
“Poveritivo” and price sensitivity: On-trade adapts to challenging economic climate
Fountain sales in Italy
Trends
COUNTRY REPORTS DISCLAIMER
RTD Coffee
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our RTD Coffee research and analysis database.
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